Advertising in Kerala Publications increases by 75% during August
2004 as compared to January 2004 : An AdEx India Analysis
September 16, 2004 |
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| Key
Findings:
· Advertising in Kerala Publications increases by 75%
during August 2004, the month of Onam as compared to January
2004
· On 28th August 2004, 62% of Print Advertising in
Kerala Publications carried the Onam theme
· 46% of Print Advertising during the entire month
of August in Kerala-based Publications carried the Onam theme
· 60% of Onam Advertising was Sales Promotional in
nature
· Durables Range, Jewellery, Independent Retailers
amongst the Top categories on Onam Advertising. LG Electronics,
Samsung India Electronics amongst the Top advertisers on Onam
Advertising
This time AdEx India looks at Onam, the festival
when people from Kerala celebrate the return of King Mahabali.
As this is a festival specific to Kerala, we shall focus on
Publications based in Kerala. Onam is considered to be an
auspicious occasion to make new purchases. So, one would naturally
expect a spurt in advertising during this period. So, how
much was the increase this year? Let’s look at the below
graph.
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| One can see
a clear boom in revenues for publications based in Kerala
during Onam. The graph indicates that advertising in these
publications increases by nearly 75% in August 2004 (the month
of Onam) as compared to January 2004.
As during Independence Day, any Print Ad having any message
or image relating to Onam would be tapped as an Onam special.
What was the share of Onam specific advertising in all advertising
during this period? Let’s first take a look at the pie
for the Onam day i.e., 28th August. |
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| Expectedly,
Onam specific advertising contributed to 62% of the total
spends in Kerala based publications on the day of Onam i.e.,
28th August 2004. How much was this share for the entire month
of August 2004? The pie chart below will give us the answer.
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| Again, No surprises here! 46%
of the advertising during August 2004 in Kerala based publications
carried the Onam theme. A time for consumers to bring home
new goods also means it’s a good time to cash in for
the advertisers, with a whole lot of Promotional offers. Let’s
take a look at the Sales Promotional Advertising Versus Brand
Promotional advertising for this Onam.
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| The results shown in the pie
chart support the above statement that 60% of the Onam advertising
was Sales Promotional. Amongst the Sales Promotions Multiple
Promotion ads dominated with a 26% share in Onam advertising.
Before we wrap up, let’s look at the Top Categories
and Advertisers on Onam advertising for 2004.
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| Once again,
as Onam is the time to buy new products, one can see categories
like Durables Range, Jewellery, Independent Retailers topping
the chart. An interesting point, which comes out from the
table is that a large part of the advertising is local in
nature. If we were to sum up the share of three categories-Jewellery
(Jewellery Shops), Independent Retailers and Shops it would
be 26% which is more than one-fourth of all Onam advertising.
With regards to the Top Advertisers, LG Electronics and Samsung
India Electronics grab the top two positions with shares of
4% and 2.7% respectively in Onam advertising.
We shall come out with similar analyses for all the forthcoming
festivals. Keep Watching...!
(Analysis from AdEx India- A Division
of TAM Media Research) |
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